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Med Spa CEO
How to 10x Your MedSpa Growth in 2025
00:27:43
Do you want to 10x your growth in 2025? It's easier than you think! In this episode, I reveal the powerful mindset shifts and strategies you need to achieve massive results and dial up your MedSpa in the New Year. I break down how to unlock...
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So the more I've focused who I work on, the more my business has exploded, the more that I have doubled down on those three areas, the more I have been able to explode my business. Because I can say with confidence that nobody in the industry can help you make, create and craft an irresistible signature menu like I can. Welcome to the MedSpa CEO podcast, where I teach you how to grow and scale your med, spa or aesthetic practice so that you can have the income and impact you know you were meant for without overwhelm, stress or feeling like you have to sacrifice your personal life and happiness to do so. It's totally possible for you and your business. Plus, simpler than you think. Keep listening to find out how. Happy New Year, my friend. I can't believe it's New Year's Day. As you are listening to this now, I'm recording this ahead of New Year's Day, but Happy New Year to you. I hope you just made it through the holidays and that you got to have some meaningful time with your family. And I know the holidays are great for some of you and the holidays can also be tough for, for many of you as well too. And so this episode is coming out on New Year's Day, so it means it is January 1, 2025 or after when you are listening or watching to this. And I put this episode together really with the spirit of helping you 10x what you're able to do in 2025 and beyond. And I have become a little obsessed lately with this idea of 10xing versus 2xing. There's a book by Benjamin Hardy. I think he actually wrote it with Dan Sullivan as well too. So it was Dan Sullivan and Benjamin Hardy. And it's called 10x is easier than 2x. And I highly recommend getting it, even if you get it on audible. In fact, I think I got it on audible and I've listened to the whole thing. But it really shifts the approach that you take to growth. Most of us are taking a 2x approach to growth, which is very, very limiting because a 2x approach just requires you to work harder. When we really kick out our creativity and what we challenge ourselves to think through, the approach that we take when it comes to. If I asked, you can. Okay, right now I want you to think about what your annual revenue goal is for 2025. Okay, now 10x that. Think about what that number, that new number is for 10x. It could be your annual goal. It could be a monthly revenue goal. It could be a. You know you're going to Grow your follower count. On Instagram, we can apply this framework and the principles that we're going to talk about today to really help you shift how you approaching your goals and the action and the levers that you pull in your business as well too. Because in order to take a 10x leap, you have to do things differently and actually reinvent the wheel in many cases for certain aspects of your business. Because to 2 to 3x we can simply double down on what's working. We can simply double down on the things that we already have proof of concept over that they are already producing a certain result. As soon as I ask you to 10x that goal, it shifts your approach because you can't work harder to simply get to a 10x result of something either. Okay, so we're gonna talk about how to 10x. The first principle that should come as no surprise if you are a listener to this podcast and a follower of any of my trainings and work is that the more we double down on your unique genius and figure out how we can productize your unique genius, the more we can 10x the results. The last couple of years I have taught and coached and consulted for years now on many different topics, most revolving around marketing, whether it's online marketing and different aspects of business growth and really setting up a business correctly and what have you. A few years ago, I really decided to narrow my focus on who I was working with and then also narrowed my focus to three key areas that I wanted to become known for that I knew were totally in my zone of genius. Okay, that is creating unique, irresistible offers and helping you guys create your signature menu. That is something that I know I do better than anybody else in our industry. That is my zone of genius and I have become known for that. And I've been able to grow my business exponentially by doubling down on that. The second is my philosophy on selling. You know, having an ethical, results driven sales system. I have the cares consult process, which is capturing my unique framework when it comes to how to sell really elegantly. So I help you with signature offers, your unique offering. I help you with sales, and then I help you with authority marketing, which is different than just regular marketing, different than just, you know, generic direct response marketing. As an example, really focus my marketing on how I can help my clients actually position themselves as the unique authority and expert at what it is they do. Those are the only three things I have doubled down on in the last few years. Even in the last year, I've doubled down even more on focus. So to 10x for you, most likely it means focusing on your unique genius and actually uncovering what are you going to double down on. It could be a who. Like, are you gonna focus on a certain type of human that, that you are going to serve? Maybe you decide that you wanna become known for helping women in menopause. It's like there's this explosive influencer growth that's been happening that I've been observing in the last year for different doctors and experts that have decided to focus on menopause. And women in menopause specifically, they've had 10x growth because instead of just saying I'm gonna help all women with their various ailments and needs, they've doubled down on the who. So it could be that you double down on the who and you become you like, you know, totally design your unique genius around that for me. A number of years ago, I used to do consulting, marketing consulting, not just for aesthetic clinics. Maybe you haven't been around here long enough to know that. Cause I've shared that before, but prior to 2018, you could have been a small e commerce business and I could have helped you with your online marketing back in the day. It wasn't until a friend of mine, who actually had a physical product brand business as well too, referred me to her brother who was a local plastic surgeon in town. And I helped him with some of his marketing strategy. And that is when the light bulb went on that I was gonna burn the boats and storm the island and just focus on aesthetic clinics and med spas. I did help plastic surgeons for a while as well too. And what's interesting is my business took off when I decided to focus on who I was serving. And what's interesting is as time went on, I actually focused even more. I decided I don't really wanna work with plastic surgeons, I just wanna work with aesthetic CL clinics. Now I do have some plastic surgeons that I work with, but I'm not helping them with the surgery side of their business. I'm helping them because they have an aesthetic clinic attached to it as well. And so the more I've focused who I work on, the more my business has exploded, the more that I have doubled down on those three areas, the more I have been able to explode my business. Because I can say with confidence that nobody in the industry can help you make, create and craft an irresistible signature menu like I can. And I say that confidently because I actually believe it. And the more you narrow your focus of who and what your unique genius is around the Easier it is to actually 10x as we enter 2025. It's such an incredible time to. To really think about what you want to say a strategic no to. And this is challenging us as business owners because we have to actually, I call it the priority cascade. Like, what are your priorities and how can you double down on those priorities? Because when I look at the 10x growth that I want to have, I know that it's not gonna happen by me doing more marketing channels as an example, right. Because then I'm spreading myself too thin and I won't actually pull the lever strong enough in any one channel to see that exponential growth. So for many of you, you are doing a lot of things not very effectively. So what is it? When you look at the opportunity, the marketing opportunities that you have, the sales opportunities that you have, what are the big levers that could potentially help you 10x? It's probably not referral marketing, meaning you can still have a referral program and ensure that you have referral marketing. But if you've built your business on referrals, which is fabulous and is a testament to you and yay, keep doing that, that's probably there's limits to what that can do, right? Because there's only so many humans you're already serving and there's only so many of them that will tell other people about you. But there's other marketing things that you can be doing that have 10x opportunity. For me, it's Facebook and Instagram ads having a podcast that I am investing heavily in as well too. My email list and my organic Instagram are the only marketing channels that I'm really activ. Actually focusing on. And I know for a fact that if I do those marketing channels effectively, I can 10x my growth in 2025. It is very, very doable. One of the reasons we actually, if you work with us in msa, the first thing we have you do is reimagine your signature menu. And I didn't always start there with clients. If you had worked with me like four or five years ago, we were doing, we had a social media membership. We did social media and online marketing consulting. We did done for you Facebook and Instagram ads at one point as well too. And we did not reimagine folks menus like we do now. One of the reasons we focus on the signature menu, the offers first, is because that was the lever that I saw could 10x the results, the sales that our clients could get. It wasn't by helping them launch a membership. Memberships are great. We teach how to have a membership that really has a function to the grand scheme of helping your clients and patients get great results. But launching a membership isn't gonna 10x your sales in the immediate future. Because of how memberships work doesn't mean it's not valuable. But the reason we started with premium signature packages is because I saw that we could catapult, we could really have exponential results with our clients sales. And so I started frontloading that with clients first because I love making lots and lots of money for our clients right away. So that combined with doubling down on their sales system helped us be able to sometimes 10x the results for our clients. Now not all clients, but enough clients. I mean we had one client who came to us at $30,000 a month. Within a year after working with US was at $200,000 a month. It is possible to get that 7, 8, 9, 10x return when we found even just changing the structure of the offering as well too. So when you're looking at 10x opportunities, it changes a lot of sales experts and offer experts or consultants in this industry, they teach about upsells down sells and cross sells. You've probably heard this these terms before. That is thinking 2 to 3x. That's a 2x3x opportunity. 3 to $10,000 packages. If your average patient visit value, which many of our clients come to us and they might have an average patient visit value between let's say 3 to $500 when we start having them sell. I mean we have a client who consistently sells a $15,000 package. It's an aesthetic package along with a weight loss program. So she'll have people who will spend $20,000 at that first visit. That's a 10x opportunity as opposed to just upselling somebody thinking the approach to your offers as an upsell, that's a 2x opportunity as opposed to really doubling down on something. That is a 10x opportunity as well too. Because at the end of the day you cannot effort your way. You're going to have to strategically think about what are the opportunities. I give you the example of the signature menu and why I'm so bullish on a signature menu and premium esthetic packages that combined when you shift to our five figure consult system where we have you really putting together annual game plans, this is how you can start really 10xing what your sales are from your current patients and clients. Because we don't have to invest as much into customer acquisition and the cost of constantly feeling like we need like a steady stream of new folks all the time to only have slim profit margins. We can totally exponentially grow your profits and your revenue by being more strategic with your offers as well too. Also, when you are thinking about what are the opportunities that I have that are 10x opportunities as opposed to 2x opportunities, I used the Upsell as an example of a 2x opportunity and a signature menu of premium aesthetic packages and programs as a 10x opportunity that just with your offer suite. Right. But what are some of the other 10x opportunities that you could potentially decide to double down on? I think, and we talked about this recently on the podcast as well too. For some of you it's doubling down on your personal brand, doubling down on the personalities behind your business. In many cases that is a 10x opportunity because of how we know the impact it can have on your organic. Whether we've talked about those two buckets of marketing before, we've got the organic real brand building type of marketing and then we have the direct response marketing. But in both cases infusing personalities and personal brands in both cases is a 10x opportunity for both of those marketing advertising channels as well too. So could it be doubling down on your personal brand? Could it be really focusing on getting local publicity for yourself? Right, because sometimes publicity in a really well defined area and market can 10x the opportunities that you have as well. 2 so another example of 10xing could be thinking like a non conformist. Okay, I'm going to give you an example. So when everybody's zigging, maybe you should be zagging. Is there something about how your clinic runs, your med spa, if you will, that you could actually have a different non conforming to what the rest of the industry is doing. The example I always think of is this family practice that is actually here in North Phoenix and they only take appointments 24 hours in advance or less. You cannot book an appointment out with them except for 24 hours in advance or less. They've built their whole practice on this. It's unlike every other family practice in the market. And this attracts certain patients and repels other patients as well too. And my mom goes to this practice and she swears by it. She absolutely loves it. In fact, she moves closer to us and is now 30, 35 minutes away from this practice now. But that is a non conformist opportunity that they saw that differentiated themselves. It doesn't even change. They're still like essentially everything else about the family practice is like pretty typical. They take insurance, there's a team of Family practitioners, they have the typical primary care business model except for this one key differentiator. The other thing that they found is that it's way more efficient to not be booked out with all of these. They don't have to have the same systems that the other, you know, primary care family practice types of business models have to have in order to like make sure people show up to their appointments because they're only taking appointments 24 hours in advance. When Covid happened, they were not scrambling to reschedule like a year's worth of appointments like many of the other practices were. But it's a unique differentiator. It's a non conforming thing that actually makes them more efficient and really attracts in really, really loyal patients who love about their business as well too. In fact, my mom loves it that she can have a day off and know that the morning of that day she can actually call or the morning that precedes that day call and book the appointment for the next day and always get in. And I don't know how they do it, but they've been able to do it. So really ask yourself, what's one rule that's in our industry that maybe you could do a unique spin on that would differentiate you from everybody else? Okay, this next one is one that I am doubling down on in 2025. And it's honestly one that historically is not one that I have done that well. And it's this idea of where can we add play, pleasure and fun to what it is that we are doing? Where can we make something that I sometimes make challenging in my mind, literally more challenging for myself, create more resistance for myself? Where can I find the play and the pleasure in the fun? What do I already do that I absolutely love doing that I could exploit more that actually helps my business in some way. So even when I think about those marketing levers that I told you that I know confidently could 10x my growth in 2025, like, how can I add play and fun and pleasure to those experiences? This is a question I have been asking. So even when I'm looking at recording this podcast, I'm like, it's so much more fun for me to have a team come here and they're here right now. As it's very meta that I'm using this as an example. It's so much more fun to have them here. This experience of recording the podcast is actually more fun and I show up differently recording because it's more fun. I am actually getting way more done because of how efficient it is, and also that I am with other humans. And I spend so much of my time by myself. So the energy of that has made it more fun. I'm looking at my Instagram, like my content creation systems, and where have I lost the spark of fun and the spark of play with it all? And how can I incorporate that in? Because if I can make it easier for myself to get into flow, if I can look forward to something because it's more pleasurable, as opposed to what I have done historically, which is used pressure to make myself do things right, like, I've spent a lot of time using pressure because pressure has worked to a certain degree. But when you think about the upper limit of what you can do, pressure limits you. Where when we think of play and making something more pleasurable, you will do exponentially more of whatever that thing is. Let's say it's video creation. Let's say it's coming up with marketing ideas, creative ideas, doubling down on finding the fun and the play and the pleasure. And something that I'm gonna be talking more about on this podcast because I think it is one of the keys to you just enjoying your business more. If we can make the marketing and the selling and the ideating around your offers fun, then you will show up to sell and market and ideate more creative offers more often, which will give you the opportunity to 10x as opposed to using pressure, which is more of like a 2 to 3x type of approach to things as well, too. All right, so the final thing I'll leave you with is if you've ever read a book, the book the Magic of Thinking Big. It's a great conceptual book. The idea behind it, it's the idea that there is magic to actually thinking about a big goal. It actually kicks out what you will creatively come up with as opposed. So a 10x goal is thinking big goal. Right? So it's incredibly important to actually think big when it comes to kicking out the possibility of what you can potentially create. But we also have to have the thinking big. We have to have the 10x approach in conjunction with. With the reality that you're gonna need to take that daily action to improve things 1% every single day. Right? The book Atomic Habits, 1% improvement every day. You will be exponentially further by the end of that year with that. So it's the duality of using those two things together, the magic of thinking big, the magic of using the 10x approach with also the reality of it's gonna take daily consistent 1% improvement action items to actually achieve your goals. All right my friend, if you enjoyed this episode, will you do me a favor? Will you screenshot it and then share it on your Instagram stories and tag me eatherturveen? I will comment back to every single person that does this. I would love to connect with you over on Instagram and to what your insight or if you enjoyed this episode. Thank you so much. Happy New Year. We are absolutely going to 10x what we're doing and I hope you will join with me and stick around with me for the ride into 2025. Hey, if you're enjoying this podcast and you're a boutique results driven med spa owner who's looking to drive more sales profitably each month with hustling yourself into the ground to do so, then you should consider applying to join us inside of the MedSpa Advantage. It's the only program designed to help you grow your revenue and profits while gaining back more time so that you don't feel scattered and drained while running and growing your business each month. To learn more about whether or not you're a fit for joining us, you can head over to heatherturveen.com apply to apply to get on a call with us to learn more. That's heatherturbine.com forward/apply to learn more.